Written by Jen Finn
Making a mark
Regional branding programs promote traceable local seafood from sustainable fisheries
By Linc Bedrosian
The real-estate mantra "location, location, location" is now a cornerstone of a new trend in seafood. Regional branding programs emphasize the local nature of the seafood fishermen catch, the path it takes from boat to plate and the fishery's sustainability.
"What we hear from the market is that people are willing to pay for and are interested in local," says Donald W. Perkins, president and chief executive officer of the Portland, Maine-based Gulf of Maine Research Institute, which recently introduced its Gulf of Maine Responsibly Harvested branding program. The program aims to establish a sense of place for species harvested or grown and processed in the Gulf of Maine and requires participants to adhere to standards for sustainability and traceability.
"There's greater consumer awareness," says Dane Somers, executive director of the Maine Lobster Promotion Council. "Giving them clear labeling that details the product's origin and traceability, you see the consumers respond to that."
Alaska's salmon fishery is a good example of how branding can fuel demand. A glut of farmed, imported salmon emerged on the market in the early 1990s, depressing dock prices and dampening demand for Alaska's signature fish.
But the state developed a strategy to regain market share. By 2002 the salmon industry began touting its product's uniqueness, spotlighting the regions where the salmon were caught and the pristine environment from which they were harvested. Wild Alaska salmon regained favor in restaurants and retail operations, and in consumers' hearts and stomachs.
Today, regional branding programs for fisheries large and small hope to achieve similar success.
According to NOAA, 84 percent of seafood consumed in the United States is imported; foreign aquaculture accounts for about half that amount.
"We're all being challenged by the flood of imports," Somers says.
Those imports have resulted in a $9 billion trade deficit in seafood, NOAA says. They have also kept dock prices for product like Gulf of Mexico shrimp in a prolonged funk and, in the era of $4 per gallon fuel, kept shrimpers dockside.
Efforts to establish regional brands aim to get U.S. consumers eating more domestic seafood — and eat into the share of American seafood consumption that imports have grabbed.
National Fisherman Live: 3/10/15
In this episode, Online Editor Leslie Taylor talks with Mike McLouglin, vice president of Dunlop Industrial and Protective Footwear.
National Fisherman Live: 2/24/15
In this episode:
March date set for disaster aid dispersal
Oregon LNG project could disrupt fishing
NOAA tweaks gear marking requirement
N.C. launches first commercial/recreational dock
Spiny lobster traps limits not well received
NMFS announced two changes in regulations that apply to federal fishing permit holders starting Aug. 26.
First, they have eliminated the requirement for vessel owners to submit “did not fish” reports for the months or weeks when their vessel was not fishing.
Some of the restrictions for upgrading vessels listed on federal fishing permits have also been removed.Read more...
Alaskans will meet with British Columbia’s Minister of Energy and Mines, Bill Bennett, when he visits Juneau next week and will ask him to support an international review of mine developments in northwest British Columbia, upstream from Southeast Alaska along the Taku, Stikine and Unuk transboundary rivers.
Some Alaska fishing and environmental groups believe an international review is the best way to develop specific, binding commitments to ensure clean water, salmon, jobs and traditional and customary practices are not harmed by British Columbia mines and that adequate financial assurances are in place up front to cover long-term monitoring and compensation for damages.Read more...